In a world of constant changes and ever-changing consumer demands blurred concepts create new opportunities for food & beverage operators. It can not only result in additional sales but also in an enhanced concept experience. As the “socializing” effect becomes more relevant in today’s world the food & beverage establishments are places to “re-connect”! A few points are important regarding blurring concepts:

• A blurring concept can generate additional traffic and sales
• It enables routine and leisure concepts to better  differentiate themselves in a highly competitive market
• A combined retail and restaurant offer enhances the customer experience and adds more food theater to the concept
• A blurred offer will strengthen customer engagement because of the increased number of customer touch points.
• The freshness image of foodservice adds value to a retail product when offered at the same location

HMSHost is operating in a travel environment and we identify three different types of blurring concepts, which are suitable for our channels:

1. Concepts that only offer food & beverage items, though for both onsite as well as offsite consumption
2. Concepts that offer both food & beverage and non-food (merchandise)
3. Concepts that are lifestyle brand extensions and offer food & beverage

Within our concept portfolio we have proprietary concepts which are blurring and also third party concepts which we operate as franchisee or licensee. The first concept we developed within our company is Bistrot and the key features of this concepts are:

PREMIUM • DYNAMIC • DISTINCTIVELY ENGLISH •  EXPERIENCE

Wedgwood Tearoom is the latest developed tearoom with the quality trademark and experience of the well-known chinaware brand. In a stylish and comfortable décor, traditional tearoom elements are combined with modern day luxury elements and materials. Guests arriving in Wedgwood Tearoom are being submerged in a world in which enjoyment, quality and love for life take the centre stage. Wedgwood Tea Room is offering a full service experience with a wide all-day offering of high quality products.  It is adding a distinctively English tea room atmosphere, combining the luxury of Wedgwood with a wide Tea offer.

Another proprietary development regards Café Chocolat: a natural combination between coffee and chocolate, also in a retail environment.

Café Chocolat is the only concept where you can buy the best chocolate in all variations combined in a luxury café atmosphere. Because only Café Chocolat offers high quality, fair-trade chocolate in partnership with Callebaut chocolates and has the best chocolate gifts all season long. That’s why Café Chocolat is the number one when you need to indulge yourself in chocolate luxury or need to buy that special gift for your loved ones. It celebrates the ultimate chocolate experience, live chocolate preparation and presentation and combining food & beverage with a wide retail/gift offer.

The key words for this concept are:

CHOCOLATE • PREMIUM  •  COMFORT • SEDUCTIVE • EXPERIENCE

Last but not least a new development, combining food & beverage and lifestyle: Mercedes-Benz Cafè

Mercedes-Benz desired to rejuvenate its brand image through dynamic & young activities with an up to date approach as well as creating added points of contact with their potential clients. The Mercedes-Benz Cafè is contemporary sporty & elegant, offers its customers a full immersion of flavours, materials, tastes & trends. Dining at the Mercedes-Benz Cafè is a true emotional experience.

The key words for Mercedes-Benz Cafè are:

PREMIUM • CLASS • CHARME • AUTHENTICITY • QUALITY

Merging food & beverage with retail, blurred concepts are a powerful phenomenon; it results in new and endless opportunities, concept experiences and a compelling customer journey. It means more competition and also more opportunities for all of us!

A blurring concept can generate additional traffic and salesIt enables routine and leisure concepts to better  differentiate themselves in a highly competitive marketA combined retail and restaurant offer enhances the customer experience and adds more food theater to the conceptA blurred offer will strengthen customer engagement because of the increased number of customer touch points.The freshness image of foodservice adds value to a retail product when offered at the same location

HMSHost is operating in a travel environment and we identify three different types of blurring concepts, which are suitable for our channels:

Concepts that only offer food & beverage items, though for both onsite as well as offsite consumptionConcepts that offer both food & beverage and non-food (merchandise)Concepts that are lifestyle brand extensions and offer food & beverage

Within our concept portfolio we have proprietary concepts which are blurring and also third party concepts which we operate as franchisee or licensee. The first concept we developed within our company is Bistrot and the key features of this concepts are:

PREMIUM • REGIONAL • LOCAL • ZERO KM • HOME MADE

Bistrot is an ideal venue for Food lovers and for people who really care about quality. It offers a range of flavours in a traditional urban open market setting, where the best local cuisine meets the value of sustainability. Selected products are prepared using traditional methods, with a great emphasis on high-quality local products. The concept breathes an urban market style atmosphere, shows a front cooking area & open kitchen and is about storytelling of suppliers and crafts.

A different example is Wedgwood Tearoom. The key words for this concept are:

PREMIUM • DYNAMIC • DISTINCTIVELY ENGLISH •  EXPERIENCE

Wedgwood Tearoom is the latest developed tearoom with the quality trademark and experience of the well-known chinaware brand. In a stylish and comfortable décor, traditional tearoom elements are combined with modern day luxury elements and materials. Guests arriving in Wedgwood Tearoom are being submerged in a world in which enjoyment, quality and love for life take the centre stage. Wedgwood Tea Room is offering a full service experience with a wide all-day offering of high quality products.  It is adding a distinctively English tea room atmosphere, combining the luxury of Wedgwood with a wide Tea offer.

Another proprietary development regards Café Chocolat: a natural combination between coffee and chocolate, also in a retail environment.

Café Chocolat is the only concept where you can buy the best chocolate in all variations combined in a luxury café atmosphere. Because only Café Chocolat offers high quality, fair-trade chocolate in partnership with Callebaut chocolates and has the best chocolate gifts all season long. That’s why Café Chocolat is the number one when you need to indulge yourself in chocolate luxury or need to buy that special gift for your loved ones. It celebrates the ultimate chocolate experience, live chocolate preparation and presentation and combining food & beverage with a wide retail/gift offer.

The key words for this concept are:

CHOCOLATE • PREMIUM  •  COMFORT • SEDUCTIVE • EXPERIENCE

Last but not least a new development, combining food & beverage and lifestyle: Mercedes-Benz Cafè

Mercedes-Benz desired to rejuvenate its brand image through dynamic & young activities with an up to date approach as well as creating added points of contact with their potential clients. The Mercedes-Benz Cafè is contemporary sporty & elegant, offers its customers a full immersion of flavours, materials, tastes & trends. Dining at the Mercedes-Benz Cafè is a true emotional experience.

The key words for Mercedes-Benz Cafè are:

PREMIUM • CLASS • CHARME • AUTHENTICITY • QUALITY

Merging food & beverage with retail, blurred concepts are a powerful phenomenon; it results in new and endless opportunities, concept experiences and a compelling customer journey. It means more competition and also more opportunities for all of us!